The Impact of Marketing Mix (4ps) on Brand Equity towards Customer Loyalty: A Case Study of the Food Delivery Industry in Thailand


  • Arti Pandey International College, Rajamangala University of Technology Krungthep
  • Jingxi Wang International College, Rajamangala University of Technology Krungthep, Bangkok, Thailand


Food Delivery, Marketing Mix, Loyalty, Brand Equity.


This study aims to examine the relationship between the marketing mix (4Ps) and brand equity in the food delivery industry in Thailand. It seeks to determine how the 4Ps contribute to building brand equity and to evaluate the impact of brand equity on customer loyalty. A structural model is developed to analyze the correlations between these variables. The research also assesses customer expectations to gather insights for future marketing efforts. By applying the 4Ps theory, the study investigates the factors and mechanisms through which brand equity influences customer loyalty in the food delivery industry. The findings indicate that product and place positively influence brand equity and customer loyalty. Moreover, brand equity is significantly associated with customer loyalty in this industry. This research offers valuable insights for marketers in developing effective marketing strategies.


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